Judging by the comments on this YouTube clip, the new Mattessons’ ad ‘You must be Hank Marvin’ is causing confusion up and down the country.

For one thing, most of their target market have never heard of Hank Marvin and don’t know what he looked like or what he did*.

But even if they know that much, they probably don’t know that Hank Marvin is Cockney rhyming slang for ‘starvin’ i.e. hungry.

The problem is targeting. You need to know what your audience knows and what they don’t, if you want to market to them effectively.

I’d be surprised if Mattessons are aiming their Fridge Raiders product at 60-somethings who were born within the sound of Bow Bells. What do you think?

[youtube http://www.youtube.com/watch?v=lcM3xOvb82o]

*He played guitar in the Shadows in the ’60s (Cliff Richard’s backing band) with distinctive dance steps as seen in the ad. Their cross-over box step is called ‘The Shadows Step’ at dance classes to this day.

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